IDEAS home Printed from https://ideas.repec.org/a/spr/elcore/v25y2025i3d10.1007_s10660-023-09731-3.html
   My bibliography  Save this article

Research on the pricing strategy of e-commerce agricultural products: should presale be adopted?

Author

Listed:
  • Lu Xiao

    (Jiangsu University)

  • Ya Ni

    (Jiangsu University)

  • Chaojie Wang

    (Jiangsu University)

Abstract

E-commerce has emerged as a promising platform for smallholder farmers to reach wider markets. To explore the feasibility of the presale strategy in the context of agricultural products, this study examines the impact of pricing and advertising on consumer behavior and optimizes sales profits for e-commerce farmers. By analyzing the results, we conclude that the dynamic pricing strategy based on presale is more appropriate for differentiated agricultural products, while the fixed pricing strategy is more suitable for homogeneous agricultural products. The findings of this study provide practical guidance for smallholder farmers to enhance their sales and profits on e-commerce platforms.

Suggested Citation

  • Lu Xiao & Ya Ni & Chaojie Wang, 2025. "Research on the pricing strategy of e-commerce agricultural products: should presale be adopted?," Electronic Commerce Research, Springer, vol. 25(3), pages 2039-2066, June.
  • Handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-023-09731-3
    DOI: 10.1007/s10660-023-09731-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10660-023-09731-3
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s10660-023-09731-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:elcore:v:25:y:2025:i:3:d:10.1007_s10660-023-09731-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.